Zimmermann Comes to NYC, Brings an Endless Summer

See exclusive photos from the new Soho store.

Aussie brand Zimmermann is bringing their bohemian-chic to New York's Soho. Click through to see the exclusive photos, plus shop top spring trends.

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Zimmermann NYC

Zimmermann NYC

A few years ago it seemed we heard about a beloved store closing in NYC every other week. We won’t get ahead of ourselves on anything so intense as the state of the economy, but there does seem to be a bright spot — namely a downtown shopping destination of all our favorite retail spaces — SoHo. A stone’s throw from Isabel Marant, Alexander Wang, Stella McCartney and the more recently opened Maje and Sandro stores is the new home of Aussie export Zimmermann. We stopped by the sunny, high ceiling-ed, airy Mercer Street location and spoke with CEO of the brand Simone Zimmermann, sister and partner of creative director Nicky, about the new endeavor and settling in...in the bright spot. "SoHo was the right place to be because it’s a mix of tourists and locals. We thought it was obviously an exciting place in fashion now. Plus, there were cobblestones," she says with a laugh.

The modern girls bohemian go-to (with a chic surfer chick vibe) carries women’s ready to wear, and a swim collection year-round, in that languid spirit of the endless summer. In discussing the viability of launching a brick-and-mortar now, Zimmermann explains, "We have a really successful wholesale business here [in the US] so a market has evolved and we have a customer base. Opening your own store gives you the ability to show your whole collection, which you don’t often get the opportunity to do [when you rely on buyers]."

As if draped silk dresses dying to be worn for cocktail hour on Manhattan rooftops, Hamptons-worthy crochet cover ups and bikinis perfect for lounging next to the Atlantic aren't enough of an indication of impending success, an impatient customer base surely is. "We’ve already had some girls come to the door and we’ve had to say, ‘You can’t come in yet!' It’s a great sign — the best sign you can get."

Zimmermann NYC

Zimmermann NYC

Zimmermann NYC

A few years ago it seemed we heard about a beloved store closing in NYC every other week. We won’t get ahead of ourselves on anything so intense as the state of the economy, but there does seem to be a bright spot — namely a downtown shopping destination of all our favorite retail spaces — SoHo. A stone’s throw from Isabel Marant, Alexander Wang, Stella McCartney and the more recently opened Maje and Sandro stores is the new home of Aussie export Zimmermann. We stopped by the sunny, high ceiling-ed, airy Mercer Street location and spoke with CEO of the brand Simone Zimmermann, sister and partner of creative director Nicky, about the new endeavor and settling in...in the bright spot. "SoHo was the right place to be because it’s a mix of tourists and locals. We thought it was obviously an exciting place in fashion now. Plus, there were cobblestones," she says with a laugh.

The modern girls bohemian go-to (with a chic surfer chick vibe) carries women’s ready to wear, and a swim collection year-round, in that languid spirit of the endless summer. In discussing the viability of launching a brick-and-mortar now, Zimmermann explains, "We have a really successful wholesale business here [in the US] so a market has evolved and we have a customer base. Opening your own store gives you the ability to show your whole collection, which you don’t often get the opportunity to do [when you rely on buyers]."

As if draped silk dresses dying to be worn for cocktail hour on Manhattan rooftops, Hamptons-worthy crochet cover ups and bikinis perfect for lounging next to the Atlantic aren't enough of an indication of impending success, an impatient customer base surely is. "We’ve already had some girls come to the door and we’ve had to say, ‘You can’t come in yet!' It’s a great sign — the best sign you can get."